Introduction to Public Relations

本课程是 Microsoft Public Relations and Communications Associate 专业证书的一部分

位教师： Microsoft

14,865 人已注册

包含在 Coursera Plus 中

了解更多

5个模块

深入了解一个主题并学习基础知识。

4.8

（102 条评论）

初级等级

推荐体验

灵活的计划

3 周在 10 小时一周

自行安排学习进度

98%

大多数学生喜欢此课程

5个模块

深入了解一个主题并学习基础知识。

4.8

（102 条评论）

初级等级

推荐体验

灵活的计划

3 周在 10 小时一周

自行安排学习进度

98%

大多数学生喜欢此课程

您将学到什么

Describe public relations and it's role and importance across various organization types
Identify and evaluate essential components of public relations campaign strategy
Explain core media relations principles including how to craft a media pitch

您将获得的技能

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

28 任务¹

AI 评分请参见免责声明

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累 Business Essentials 领域的专业知识

本课程是 Microsoft Public Relations and Communications Associate 专业证书专项课程的一部分

在注册此课程时，您还会同时注册此专业证书。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
通过 Microsoft 获得可共享的职业证书

该课程共有5个模块

Are you eager to launch a dynamic career in Public Relations or Communications? This course is the ideal starting point for aspiring PR professionals seeking entry-level positions. This introductory course provides an overview of PR, equipping you with the essential skills and knowledge needed to succeed in the industry.

In this course you will: • Define Public Relations, its role, and importance across various organizations • Identify crucial elements of strategic PR planning • Describe the key components of a successful PR strategy • Outline the process for creating a simple PR plan • Explain core media relations principles • Define Generative AI and its potential impact on PR • Explore basic strategies for using Generative AI tools in PR tasks By the end of this course, you will have a thorough understanding of Public Relations, strategic planning, media relations, and the innovative use of AI in PR.

This module introduces the foundational components of public relations including strategic planning and execution of PR campaigns. You learn the role of PR in the non-profit and for-profit sectors, as well as government agencies. You also discover the importance of building and maintaining media relationships.

涵盖的内容

19个视频7篇阅读材料7个作业1个插件

19个视频总计72分钟

Microsoft Communications and Public Relations Associate Professional Certificate Introduction3分钟
Course Introduction: Fundamentals of Public Relations2分钟
Instructor Introduction1分钟
Introduction to Public Relations1分钟
Understanding Public Relations: Key Concepts and Principles3分钟
Strategic Planning in PR4分钟
Executing PR Campaigns: From Planning to Impact4分钟
The Role of Media Relations in PR5分钟
Overview of PR in Various Sectors4分钟
PR in the Non-Profit Sector: Building Support and Advocacy4分钟
PR in the For-Profit Sector: Branding, Reputation, and Market Position3分钟
Public Relations in Government: Transparency, Publicity, and Public Policy5分钟
Practical Application: Applying PR Tactics 4分钟
Introduction to Media Relations in PR3分钟
Identifying and Understanding Your Media Contacts4分钟
The Importance of the Pitch6分钟
Building and Nurturing Media Relationships4分钟
Practical Application: Media Relations Strategy 4分钟
Conclusion: Introduction to Public Relations1分钟

7篇阅读材料总计60分钟

Course Syllabus5分钟
Pretend Companies Introduction5分钟
Summary of Core Concepts in PR Planning10分钟
Emerging Trends in PR: Digital Media and Beyond10分钟
Comparative Analysis of PR Strategies Across Sectors10分钟
Summarizing Managing Media Relations10分钟
Ethics in Media Relations10分钟

7个作业总计215分钟

Activity: Evaluate Components of a PR Strategy30分钟
Practice Quiz: Concepts, Planning, and Execution in PR25分钟
Activity: Compare PR Strategies in Different Sectors30分钟
Practice Quiz: The Role and Importance of PR in Different Organizations25分钟
Activity: Evaluate a Pitch30分钟
Practice Quiz: Establishing and Maintaining Productive Media Relationships25分钟
Graded Quiz: Introduction to Public Relations50分钟

1个插件总计20分钟

Role-play: Building media relationships from scratch20分钟

In this module, you explore the key elements of creating a PR strategy, including research, setting objectives, and audience analysis. You discover why a deep understanding of your audience is essential for crafting compelling messages and selecting the most effective distribution channels. Additionally, you learn how to identify the basic metrics for evaluating how successful your PR campaign was.

涵盖的内容

22个视频5篇阅读材料8个作业1个插件

22个视频总计130分钟

Introduction: Basics of PR strategy1分钟
Introduction to PR Strategy8分钟
The Role of Research in PR5分钟
Setting Objectives in PR6分钟
Understanding Your Target Audience6分钟
Practical Application: Applying PR Strategy Foundations6分钟
The Art of Crafting PR Messages8分钟
Digital Tools and Social Media in PR8分钟
Traditional PR Channels and Their Value5分钟
Selecting the Right Channel for Your Message6分钟
Message Consistency and Brand Voice6分钟
Practical Application: Product Launch5分钟
Overview of PR Tactics and Tools3分钟
Integrating Digital and Traditional PR Tactics6分钟
Cross-Platform Messaging Strategies6分钟
Practical Application: Launch Campaign 6分钟
Introduction to PR Metrics and Evaluation6分钟
Quantitative vs. Qualitative Measurements5分钟
Tools for Monitoring and Analysis6分钟
Making Adjustments to PR Strategies5分钟
Practical Application: Evaluating Product Launch4分钟
Conclusion: Basics of PR Strategy1分钟

5篇阅读材料总计50分钟

Summarizing PR Strategy Foundations10分钟
Summarizing Key Concepts in Message Crafting and Medium Selection10分钟
Summarizing PR Tactics and Tools10分钟
Summarizing Success Measurement and Strategic Adjustments in PR10分钟
Advanced Analytics in PR: Beyond Basic Metrics10分钟

8个作业总计235分钟

Activity: Identify Different Research Types30分钟
Practice Quiz: Understanding PR Strategy Foundations25分钟
Activity: Evaluate a Press Release30分钟
Practice Quiz: Crafting Messages and Choosing Mediums20分钟
Practice Quiz: Strategy Execution: Tactics and Tools25分钟
Activity: Identify Appropriate PR Metrics30分钟
Practice Quiz: Measuring Success and Strategic Adjustments25分钟
Graded Quiz: Basics of PR Strategy50分钟

1个插件总计20分钟

Role-play a communication crisis20分钟

You learn the definition of media relations and its critical role in achieving PR objectives. You explore how to identify media segments that align with your organization's goals, delve into the art of crafting media pitches, and learn strategies for maintaining long-term media relationships through effective follow-ups.

涵盖的内容

21个视频5篇阅读材料7个作业1个插件

21个视频总计111分钟

Introduction: Basics of Media Relations1分钟
What is Media Relations?9分钟
The Role of Media Relations in PR Strategy4分钟
Principles of Effective Media Relations4分钟
Practical Application: Developing a Media Relations Plan4分钟
Identifying Your Media Targets5分钟
Categorizing Media Outlets Types4分钟
Media Segmentation Strategy4分钟
Building and Updating Media Lists8分钟
Practical Application: Creating a Media List4分钟
Introduction to Pitching: Understanding What Journalists Want6分钟
Crafting Your Pitch: Key Components and Tailoring Your Approach7分钟
Timing and Follow-up: When to Pitch and How to Follow Up4分钟
Overcoming Common Pitching Challenges: Tips for Success5分钟
Practical Application: Crafting a Pitch5分钟
Beyond the Initial Pitch: Nurturing Media Relationships3分钟
Effective Follow-Up Strategies4分钟
Handling Media Inquiries with Tact7分钟
Leveraging Social Media for Relationship Building8分钟
Practical Application: Relationship Management 4分钟
Conclusion: Basics of Media Relations1分钟

5篇阅读材料总计50分钟

Summarizing Key Concepts in Media Relations10分钟
Summarizing Media Lists and Segmentation10分钟
Summarizing Effective Pitching Techniques10分钟
Summarizing Relationship Management in Media Relations10分钟
Best Practices for PR Professionals in Media Engagement10分钟

7个作业总计190分钟

Practice Quiz: Introduction to Media Relations20分钟
Activity: Develop a Media List30分钟
Practice Quiz: Building Media Lists and Understanding Media Segments20分钟
Activity: Develop a Pitch30分钟
Practice Quiz: Mastering the Pitch20分钟
Practice Quiz: Maintaining Relationships and Managing Follow-ups20分钟
Graded Quiz: Basics of Media Relations50分钟

1个插件总计10分钟

Role-play a perfect pitch10分钟

In the fourth module, you explore generative AI and its use in public relations. You discover best practices and ethical implications when leveraging these tools for PR content creation, understand how AI tailors content to different audiences, and examine predicted future trends of AI in PR.

涵盖的内容

16个视频5篇阅读材料6个作业

16个视频总计77分钟

Introduction: Generative AI in PR1分钟
Introduction to Generative AI5分钟
Types of Generative AI and Their Uses5分钟
Generative AI in the Context of PR5分钟
Overview of AI Content Creation Tools7分钟
Best Practices for Using AI in Content Creation5分钟
Ethical Considerations and Limitations8分钟
Practical Application: Generative AI in PR Content Strategy4分钟
AI for Audience Segmentation and Analysis3分钟
Personalizing PR Messages with AI6分钟
AI Tools for Monitoring and Engagement6分钟
Practical Application: Generative AI Enhancing PR Engagement2分钟
Strategies for Integrating AI into PR Workflows4分钟
Future Trends: Generative AI in PR5分钟
Practical Application: Designing an AI-Enhanced PR Campaign 4分钟
Conclusion: Introduction to Generative AI in PR1分钟

5篇阅读材料总计50分钟

Summarizing Generative AI Fundamentals10分钟
Ethical Considerations of Generative AI in PR10分钟
Summarizing Generative AI Tools for Content Creation10分钟
Summarizing AI's Role in Audience Analysis and Engagement10分钟
Summarizing AI Integration in PR Strategies10分钟

6个作业总计175分钟

Practice Quiz: Understanding Generative AI25分钟
Activity: Create a Piece of Content with GenAI30分钟
Practice Quiz: Generative AI Tools for Content Creation25分钟
Practice Quiz: AI in Audience Analysis and Engagement20分钟
Practice Quiz: Integrating Generative AI into PR Strategies25分钟
Graded Quiz: Introduction to Generative AI in PR50分钟

In the final module, you will apply the concepts, strategies, and skills you have learned by developing the basic components of a PR campaign in a cumulative capstone project.

涵盖的内容

2个视频1篇阅读材料1次同伴评审

获得职业证书

将此证书添加到您的 LinkedIn 个人资料、简历或履历中。在社交媒体和绩效考核中分享。

位教师

授课教师评分

4.8 (34个评价)

Microsoft

239 门课程1,907,661 名学生

提供方

Microsoft

从 Business Essentials 浏览更多内容

状态：免费试用
University of Colorado Boulder
Principles of Public Relations
课程
状态：免费试用
状态：人工智能技能
Microsoft
Microsoft Public Relations and Communications Associate
专业证书
状态：免费试用
University of Colorado Boulder
Introduction to Public Relations and the Media
专项课程
状态：预览
Starweaver
Strategic Public Relations Planning
课程

人们为什么选择 Coursera 来帮助自己实现职业发展

Felipe M.

自 2018开始学习的学生

''能够按照自己的速度和节奏学习课程是一次很棒的经历。只要符合自己的时间表和心情，我就可以学习。'

Jennifer J.

自 2020开始学习的学生

''我直接将从课程中学到的概念和技能应用到一个令人兴奋的新工作项目中。'

Larry W.

自 2021开始学习的学生

''如果我的大学不提供我需要的主题课程，Coursera 便是最好的去处之一。'

Chaitanya A.

''学习不仅仅是在工作中做的更好：它远不止于此。Coursera 让我无限制地学习。'

学生评论

4.8

102 条评论

5 stars
86.40%
4 stars
9.70%
3 stars
0%
2 stars
0.97%
1 star
2.91%

显示 3/102 个

已于 Feb 2, 2025审阅

Very Informative with real life Exercises to build Hands on Skills.

已于 Sep 9, 2024审阅

Study at your own pace, easy to follow and digest.

已于 May 16, 2025审阅

Great course which will equip you with the basic knowledge of PR, Media and Communications. The rest is up to you.

查看更多评论

通过 Coursera Plus 开启新生涯

无限制访问 10,000+ 世界一流的课程、实践项目和就业就绪证书课程 - 所有这些都包含在您的订阅中

了解更多

通过在线学位推动您的职业生涯

获取世界一流大学的学位 - 100% 在线

探索学位

加入超过 3400 家选择 Coursera for Business 的全球公司

提升员工的技能，使其在数字经济中脱颖而出

了解更多

常见问题

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.